How to prevent such situations?
Posted: Tue Feb 11, 2025 5:22 am
The brand's message in the campaigns is consistent with its character - it conveys lightness, is funny, but always emphasizes the key function of the brand's services. Thanks to the consistency and regularity of InPost, customers appreciate the brand's content and consider it authentic, and the brand itself can regularly present its own products (parcel lockers) to them in a creative way.
No control over the virus
RTM often strives for virality, but sometimes popularity can get out of hand. If the message is misunderstood or misinterpreted, it can backfire on the company. A good example is DiGiorno Pizza, which used the hashtag #WhyIStayed – popular in the context of domestic violence – to promote a pizza. The lack of understanding of the context led to a wave of criticism from the brand’s users, and the brand had to apologize for its carelessness.
negative example of real-time marketing digiorno
Source: fluid.world
Remember, before your brand joins a popular trend usa telegram data or hashtag, it should carefully check its context and meaning.Every piece of content should be analyzed for possible interpretations. Good research before you prepare your creative and click “share” will allow you to gather information that may protect your brand from publishing sensitive content and turning the world against itself.
How to implement RTM in your company?
Real-Time Marketing is not a random action – it is a precisely planned process that allows brands to prepare a quick response to a current event or phenomenon. For RTM to work in your company, it is necessary not only to understand its essence, but also to implement the right tools, procedures and team. Below you will find a short guide on how to start your RTM adventure step by step.
Basic steps to implement real-time marketing
1. Monitoring events and target group behavior
The first step in RTM is to constantly monitor what is happening in the world and among your customers. Monitoring tools such as Brand24, Google Trends or Sprout Social allow you to identify potential opportunities to respond. It is also important to understand seasonality, local events or specific customer needs at a given time.
Example: Local coffee shops can respond to weather forecast information - on cold days, offering discounts on hot drinks, and on hot days - promoting lemonade.
No control over the virus
RTM often strives for virality, but sometimes popularity can get out of hand. If the message is misunderstood or misinterpreted, it can backfire on the company. A good example is DiGiorno Pizza, which used the hashtag #WhyIStayed – popular in the context of domestic violence – to promote a pizza. The lack of understanding of the context led to a wave of criticism from the brand’s users, and the brand had to apologize for its carelessness.
negative example of real-time marketing digiorno
Source: fluid.world
Remember, before your brand joins a popular trend usa telegram data or hashtag, it should carefully check its context and meaning.Every piece of content should be analyzed for possible interpretations. Good research before you prepare your creative and click “share” will allow you to gather information that may protect your brand from publishing sensitive content and turning the world against itself.
How to implement RTM in your company?
Real-Time Marketing is not a random action – it is a precisely planned process that allows brands to prepare a quick response to a current event or phenomenon. For RTM to work in your company, it is necessary not only to understand its essence, but also to implement the right tools, procedures and team. Below you will find a short guide on how to start your RTM adventure step by step.
Basic steps to implement real-time marketing
1. Monitoring events and target group behavior
The first step in RTM is to constantly monitor what is happening in the world and among your customers. Monitoring tools such as Brand24, Google Trends or Sprout Social allow you to identify potential opportunities to respond. It is also important to understand seasonality, local events or specific customer needs at a given time.
Example: Local coffee shops can respond to weather forecast information - on cold days, offering discounts on hot drinks, and on hot days - promoting lemonade.